Strategic Marketing, Technology and More

If you want to succeed as a business or organization, consistency is crucial.

Last week one of the blogs that I follow had a post that was different than the type of content they normally publish. The blog has a strong following in its specific niche so after reading a post that didn’t have anything to do with their niche I was left scratching my head. It was a clear case of “one of these things doesn’t belong.”

Consistency does three main things:

Turns a one-time experience into repeat users

Builds trust in your organization and messages

Creates the basis for your brand image

Consistency = Repeat users

When a new restaurant opens its doors, people will come just because it’s new. If customers enjoy the experience, they’ll come back. The second visit makes the difference between a trial and a customer. Can you deliver the same experience twice? If so, you’ve earned a repeat customer.

A single great performance will fail when compared to lesser but consistent performances.

Consistency = Trust

Trust comes from meeting expectations over time. People want to trust you. They value trust because it streamlines their life. They don’t have to hedge against you not delivering. As a result they are willing to pay for the ability to trust. Consistency impacts the bottom line because people who trust you are willing to pay in order to continue trusting you.

Consistency = A Brand

When you combine repeat users with trust, you have the beginnings of a brand. This also gives you the opportunity to expand with the goodwill that you’ve created carrying over. You can easily create a brand that stands for not meeting expectations and turning people away after one try but it won’t be around for long.

Find what you can do consistently

In order to succeed find something you can do consistently. Start small and consistent and then build or expand.